2. Table of Contents
Title Page ....................................................................................................................1
Table of Contents ....................................................................................................2
Client Explained .......................................................................................................3
Target Audiences ....................................................................................................3
SWOT Analysis .........................................................................................................4
Goals and Objectives..............................................................................................5
Key Messages ...........................................................................................................5
Strategies and Tactics ...........................................................................................6
Evaluation ..................................................................................................................7
Fact Sheet ..................................................................................................................8
Biography ..................................................................................................................9
Media List .................................................................................................................10
Media List Justifications .......................................................................................11
News Release ..........................................................................................................12
Pitch ............................................................................................................................13
Social Media Plan ...................................................................................................14
Blog ............................................................................................................................23
Event Speech ..........................................................................................................31
3.
4.
5.
6.
7.
8. @athensbagel
@AthensBagel
@athensbagel
www.athensbagel.com
706-543-5001
268 N Jackson St.
Athens, Ga.
Mon-Fri
7 a.m – 3 p.m
Sat & Sun
8 a.m – 3 p.m
WHO WE ARE
Opening in April 2012, Athens Bagel Co. is the only
bakery in Athens, Ga. that sells authentic New York
bagels. The shop has become a staple of the area
due to its incomparable quality.
OUR BAGELS
ABC’s menu consists of 11 uniquely crafted bagels
that are baked and kettle-boiled in-store daily. The
bagel shop also offers 11 homemade cream cheeses
and three homemade spreads, along with a variety
of fresh vegetables, eggs, cheeses and meats that
compliment any breakfast or lunch creation.
OUR COMMUNITY
ABC’s bagels have been woven into the Athens
community. They can be found at several restaurants
and cofee shops around town such as Jittery Joes
and Craft Public House.
AWARD-WINNING
ABC has received several Athens Banner-Herald
Community Choice Awards due to the votes of Athens
residents:
• “Best Bagel” 2013-2015
• “Best Breakfast” 2014-2015
• “Best Business Lunch” 2014
GIVING BACK
ABC partners with local farmers to use Athens’ very
own bees to create its famous honey butter spread.
The bagel bakery also sponsors local events and
philanthropies such as the annual AthHalf Marathon
and Sigma Delta Tau’s Greek Grind, and regularly
donates bagels to Extra Special People Inc. and the
Athens Food Bank.
9. David Asman is the co-owner and co-founder of Athens Bagel Co. He
opened the New York-style bagel bakery with his business partner Damon
Krebs in April 2012 in downtown Athens, Ga.
Prior to opening ABC, Asman worked locally at Allgood Lounge with Krebs
for nearly a decade.
He graduated from the University of Georgia in 2004 with a bachelor’s
degree in chemistry. During his time there, he was a member of Tau Epsilon
Phi fraternity.
Asman strives to support the Athens community through ABC by only using
locally sourced bees for his shop’s honey and by donating bagels to the
Athens Food Bank and Extra Special People Inc.
Additionally, he utilizes his pilot’s license to serve those in need. In the past
he has used it to fly sick patients and their families to and from medical
centers, relocate pets in need new homes and participate in Operation
Airdrop - a Hurricane Florence relief initiative.
Asman currently lives in Athens with his wife and newborn daughter.
David AsmanAthens Bagel Co. Co-Owner and Co-Founder
10. Outlet Contact Title Email Phone Twitter Category
Atlanta Journal
Constitution
(Newspaper)
Caleigh
Derreberry
Writer for AJC N/A N/A @veryderreberry Food
Flagpole
Magazine
Hillary Brown Grub Notes
Editor
food@flagpole.
com
706-549-9523 N/A Food
Athens-Oconee
Parent Magazine
Athens-Oconee
Parent Magazine
Editor
Editor editor@athen-
sparent.com
N/A @AthensParent-
Mag
Family/Lifestyle
Thrillist Atlanta
(Online
Magazine)
Amanda Satsky Author N/A N/A @ak_sats Food
Bulldog 93.3 FM
(Radio)
Rob Belton On-Air
Personality,
Bulldog Calendar
Manager
N/A 706-352-5933 @Bulldogathens Radio
The Red & Black
(Newspaper)
Claire Cicero Culture Editor culture@randb.
com
706-433-3004 @claire_cicero97 Culture
Media List
11. Caleigh Derreberry (Atlanta Journal Constitution)
A contact at the Atlanta Journal constitution is vital because it is one of the most read publications in the state. The
readers of this online newspaper are one of the target audiences of Athens Bagel Co. – older adults. This publication
would be specifically interested in ABC because it frequently publishes news and reviews of local restaurants from all
over Georgia. Based off of its’ publishing history, AJC would most likely be interested in covering ABC’s National Bagel
Day contest.
Hillary Brown (Flagpole Magazine)
Brown writes all of the articles for the blog “Grub Notes”. This blog regularly posts news concerning the food industry
in Athens such as “The Taste of India is Moving to the East Side” and “Here’s What Happened This Summer in Local
Restaurant News”. Athens Bagel Co. has yet to be featured.
Athens-Oconee Parent Magazine
Athens-Oconee Parent Magazine targets the main audiences that Athens Bagel Co. is trying to reach: Athens families
Having a contact at this magazine would be having a direct line to consumers. The magazine staff is not large or
divided up into separate categories, so the Editor is the best contact available.
Amanda Satsky (Thrillist Atlanta)
Satsky is a recent University of Georgia graduate who writes for Thrillist Magazine. She knows the downtown Athens
restaurant scene from firsthand experience and would be a great writer for Athens Bagel Co. content. People from all
over Georgia read Thrillist, whether they already live in Athens or may be attracted to Athens because of future articles
discussing ABC.
Tim Bryant (Power 100.1 FM)
Bryant is an essential contact because he is the news director of one of the most prominent radio stations in the Ath-
ens area. Power 100.1 continuously promotes local events on-air, which would be beneficial for Athens Bagel Co. when
it hosts contests or events. In addition, Power 100.1’s audience includes both of ABC’s target audiences – University of
Georgia students and Athens families.
Claire Cicero (The Red & Black)
I believe that Claire Cicero is a vital contact because she is the culture editor of one of the most prominent publications
in the University of Georgia and Athens-Clarke County community. This section of the Red & Black covers the top cof-
fee shops, restaurants, etc. in Athens, and Athens Bagel Co. has yet to be featured.
Media List Justifications
12. FOR RELEASE ON JAN. 30, 2019 Ashlyn Kloda
706-543-5001
Ashlyn.kloda25@uga.edu
@athensbagel
Athens Bagel Co. to host giveaway in celebration of National Bagel Day
ATHENS, Ga. – Athens Bagel Co. has announced that it will be hosting an inaugural giveaway
to celebrate National Bagel Day on Feb. 9, 2019. Throughout the day, customers will have the
chance to earn entries for the prize of winning free bagels for a month.
“We’re extremely excited to host this giveaway,” said ABC co-owner David Asman. “There’s no
better way to celebrate National Bagel Day than by paying back the love that the Athens
community has given us.”
Participants can earn one entry for each bagel they buy, but no purchase is necessary to enter or
win the contest. Entries can also be earned by following or tagging Athens Bagel Co. on social
media.
“We wanted to make sure that everyone – regardless of his or her financial standing – has the
opportunity to participate in our giveaway,” said co-owner Damon Krebs. “By including social
media-based entries, we’re spreading the word, while giving every Athens Bagel Co. lover a
chance to win.”
The giveaway winner will be able to redeem one free bagel per day from Feb. 10 to March 10
and will be announced on ABC’s Instagram account by 5 p.m. on Feb. 9.
All ABC customers on National Bagel Day will be awarded a voucher that will give them 20
percent off of their next purchase.
For more information, please visit athensbagel.com/nationalbagelday.
About Athens Bagel Co.
Athens Bagel Co. has been a staple of the Athens community since it opened in April 2012. As
the only bakery in the area that sells authentic New York bagels, ABC’s incomparable quality
has caught the attention of the Athens neighborhood. The bakery has been recognized by the
Athens Banner-Herald readership for having the “Best Bagel” 2013-2015, “Best Breakfast”
2014-2015, and “Best Business Lunch” 2014. ABC also supports the Athens community by
sponsoring the annual AthHalf marathon and by partnering with local farmers to use Athens’
very own bees to create ABC’s famous honey butter spread.
###
13. To: Claire Cicero (culture@randb.com)
Cc: athensbagel@gmail.com
Subject: Story Opportunity: Athens Bagel Co. hosts National Bagel Day giveaway
From: Ashlyn Kloda (ashlyn.kloda25@uga.edu)
Hi Claire:
I have a story opportunity that I believe will be of interest to The Red & Black’s readership.
Athens Bagel Co. will be hosting a giveaway to celebrate National Bagel Day on Feb. 9, 2019.
The winner will be awarded one free bagel each day for a month.
ABC customers will receive a giveaway entry for each bagel they buy on Feb. 9, but no purchase
is necessary to participate. Entries can also be earned with a follow on social media or Instagram
post that tags @athensbagel. All ABC customers on National Bagel Day will be awarded a
voucher that will give them 20 percent off of their next purchase.
This content would be of interest to The Red & Black’s audience because it primarily consists of
students. Considering the fact that the majority of students are on a tight budget, a free meal
every day for a month would definitely appeal to them.
If you’re interested in pursuing this story, I can provide you with further details, interviews and
quality images. I will be following up again in the next couple of days.
Thanks,
Ashlyn Kloda
Athens Bagel Co. Public Relations Specialist
ashlyn.kloda25@uga.edu
706-543-5001
Justification: Claire Cicero is the culture editor of The Red & Black. I believe that she is the
best contact for this pitch because The Red & Black’s audience – primarily consisting of students
– would be the most likely to participate in this giveaway. College students are constantly
searching for discounts, using coupons and entering contests/giveaways because they are not in
the financial state to afford the luxuries they desire. As a college student herself, Cicero would be
able to portray the excitement felt by her audience in her own writing like she has done in her
previous articles “Pouch Pies to offer Pi Day specials” and “Akademia to celebrate first birthday
with party, bottle release”.
14. Goal: To create a fun, interactive filter that customers can apply to their posts
in order to create awareness of the National Bagel Day event.
Target audience: Students at the University of Georgia and local Athens high
schools, ages 16-22.
Rationale for platform: This platform is a popular medium of communication
for the target audience. It would allow ABC to pay a small price (less than $10
for the day) to create mass awareness for the event. The utilization of a
Snapchat filter would promote the event through the participating customers
to their friends and family.
National Bagel Day Snapchat Geo-filter
15. Facebook Posts
Goal: To create entertaining, engaging posts that inform the Athens
community of ABC’s promotions and events.
Target Audience: Young adults and families in the Athens-Clarke County area,
primarily ages 25-40.
Rationale for platform: According to Statista, the largest age demographic of
Facebook users in the United States is the 25-34 age group. This group makes
up 25% of all U.S. users. This age range falls perfectly within our 25-40 target
market.
Post 1: Dec. 10, 4 p.m.
Please view the GIF version online at https://bit.ly/2AE6E7v.
Rationale: This post appeals to
ABC’s target market because
around the holidays, parents are
always looking for nice,
inexpensive gifts for their
children’s teachers. This content
would be posted in the beginning
of the holiday shopping season at
4 p.m. because by this time, most
parents will have gotten off of
work and picked their children up
from school. I chose to create a
GIF for this post rather than a
regular, motionless graphic so it
would grab the audience’s
attention. Facebook feeds are
flooded with promotions during
this time of year, but the
liveliness of this post will capture
the audience’s interest and make
them want to read it.
16. Post 2: Dec. 19, 4 p.m.
Rationale: I decided to create this post to inform the Athens community of
ABC’s holiday hours in a fun, festive way. This graphic utilizes ABC’s branding
colors, but also uses snowflakes so the company can remain holiday neutral.
This content would be posted five days prior to the modified store hours so
customers have enough time to plan their weeks accordingly.
17. Post 3: Feb. 2, 10 a.m.
Rationale: This post informs the public with a simple graphic (that contains all
of the basic event information) that can be saved or posted elsewhere. This
content will be posted exactly one week before the event. Posting at 10 a.m. is
an ideal time for a Saturday because this will be around the time that the
target audience is waking up, drinking coffee and scrolling through social
media. Because Facebook allows lengthier posts, I am able to provide more
details. I still chose to make the post decently short and to the point so the
audience would not skip over the content. If anyone is interested and wants
more information, he or she can click the link to be redirected to a page with
the official rules and details.
18. Post 4: Feb. 9, noon
Rationale: This post reminds the public that this event is going on today,
while giving them the chance to earn another entry. This photo creates a
sense of urgency, which will encourage people to go in and buy a bagel while
they can. Additionally, by sharing this post, people are giving the event free
publicity through their own social channels. I chose to post this at noon
because this will be around the time that most working adults take their lunch
breaks. This will prompt them to go to Athens Bagel for a sandwich and the
opportunity to win free bagels for a month.
19. Post 5: Feb. 9, 5 p.m.
Rationale: It’s important to keep the contest participants updated with the
results of the National Bagel Day giveaway so they know it was legitimate. I’m
choosing to post this content at 5 p.m. the day of the contest (it ends at 3
p.m.) so we can continue the momentum of this promotion while participants
are still excited. Rather than simply announcing a name, I believe that the best
way to go about this it to put a face to the giveaway. Posting this content on
Facebook would allow the winner’s friends and family to comment and share
the post, which would bring Athens Bagel Co. more social media attention.
20. Twitter Posts
Goal: To create fun, engaging posts that inform the Athens community of
ABC’s promotions and events.
Target Audience: Students (University of Georgia and local Athens high
schools), ages 16-22.
Rationale for platform: According to Statista, 17.7% of all Twitter users in the
United States are between the ages of 18 and 24. This age range lies perfectly
within our target demographic. Twitter is the most popular platform for
students and young adults, utilizing it would aid Athens Bagel Co. in reaching
them.
Post 1: Dec. 5, 1 p.m.
Rationale: This content is scheduled to post about halfway through reading
day. This day is the least structured and busy day of finals so people are
mobile. The breakfast crowd will be dying down by the time this content is
posted, but there will be students who are hungry for lunch or who are
looking for an excuse to take a break from studying. The 10% discount
appeals to the demographic of college students because everyone is at the
end of their semester budget at this point in the year, so it’s important to
students to save money wherever they can.
21. Post 2: Dec. 10, 4 p.m.
Please view the GIF version online at https://bit.ly/2AE6E7
Rationale: This platform is mostly used by students and young adults who
struggle to afford gifts for friends, professors, significant others and family.
This post offers a short solution for any students trying to make the most of
their budget this holiday season. I’m choosing to post this Dec. 10 because
this gives the audience about two weeks to purchase a gift card for the
holidays. The time of this post will be 4 p.m. because this is the time that most
students are usually home and on social media because they are done with
classes, but have yet to leave to go to club meetings and social events.
22. Post 3: Feb. 2, 11 a.m.
Rationale: This post informs the public with a simple graphic (that contains all
of the basic event information) that can be saved or posted elsewhere. If
anyone is interested and wants more information, he or she can click the link
to be redirected to a page with the official rules and details. This content will
be posted exactly one week before the event. Posting at 11 a.m. is an ideal
time on a Saturday for our target audience because students typically sleep in
on the weekends after a night out. 11 a.m. is the time that they will most likely
be waking up and scrolling through social media. I chose to center this post
around free food because of the experience that I have in working in the
communications sector of UGA Miracle. We see a much higher turnout to
meetings and events when we promote free food to students.
23. Post 4: Feb. 9, noon
Rationale: This post reminds the public that this event is going on today,
while giving them the chance to earn another entry. I developed this graphic
to create an aesthetically pleasing, yet simple way to convey the message
while using ABC branding colors. This post creates a sense of urgency, which
will prompt people to go in and participate in the giveaway while they can.
Additionally, by retweeting this post, people are giving the event free
publicity through their own social channels. I chose to post this at noon
because this will be around the time that most students free their schedules
to get lunch. Giving them a three-hour warning also gives them the time to
rearrange their schedules for later in the day so they can come in to ABC and
participate in the giveaway.
24. Post 5: Feb. 9, 5 p.m.
Rationale: It’s important to keep the contest participants updated with the
results of the National Bagel Day giveaway so they know it was legitimate. I’m
choosing to post this content at 5 p.m. the day of the contest (it ends at 3
p.m.) so we can continue the momentum of this promotion while participants
are still excited. Rather than simply announcing a name, I believe that the best
way to go about this it to put a face to the giveaway. Posting this content on
Twitter would allow the winner’s peers to retweet and like this post, bringing
Athens Bagel Co. more publicity. I chose to use a bit.ly link (for more
information) for Twitter to use less characters.
25. Fourteen bagel-inspired DIY ways you can
get into the Halloween spirit
When thinking of Halloween treats, your mind will probably go to several
other places before reaching bagels. Unfortunately, chocolate, donuts, candy and
many other desserts often take the spotlight during this holiday period. But fear no
longer, bagel lovers. Here are fourteen DIY ways to use your favorite circular snack
this spooky season.
1. Candy Corn Bagels
The perfect addition to your next fall
brunch! These festive treats are as simple
as cutting your bagels and spreading
colored cream cheese on them. Then voilá!
You have candy corn bagels.
What you’ll need: mini bagels, whipped
cream cheese, orange food coloring,
yellow food coloring and a sharp knife.
Further details on this recipe can be found
online here.
2. Owl Bagel Treats
Easy to make and good for you! These
healthy snacks will be a hoot at your child’s
next class party.
What you’ll need: bagels, cream cheese,
round crackers, mini cheese crackers,
almonds and raisins.
A step-by-step video demonstration of this
recipe can be found online here.
26. 3. Pumpkin Spice Bagels
Who needs a pumpkin spice latte when
you can have a pumpkin spice bagel?
What you’ll need: canned pumpkin, water,
brown sugar, salt, cinnamon, ground nut-
meg, ground allspice, ground cloves, bread
flour, active dry yeast, corn meal and one
egg white.
Further details on this recipe can be found
online here.
4. Mummy Pizza Bagels
Wrapped in mozzarella bandages, these
mummy munchies are absolutely to die for.
What you’ll need: bagels, pizza sauce,
mozzarella string cheese sticks and sliced
olives.
Further details on this recipe can be found
online here.
5. Peanut Butter and Jelly Bagel Spiders
Hate spiders? We bet you’ll love these
ones! There’s no better after school snack
than these creepy crawlers.
What you’ll need: bagels, peanut butter,
jelly, pretzel sticks and chocolate chips.
Further details on this recipe can be found
online here.
27. 6. Pumpkin Spice Cream Cheese
There are very few things in this world that
are better than cream cheese – especially
when it’s pumpkin spice.
What you’ll need: cream cheese,
pumpkin puree, vanilla, cinnamon, pumpkin
pie spice, brown sugar and honey.
Further details on this recipe can be found
online here,
7. Frankenstein’s Monster Bagels
No need to be afraid of monsters when
they look this delicious!
What you’ll need: mini bagels, green food
coloring, black food coloring and yellow
candy eyes.
Further details on this recipe can be found
online here.
8. Vampire Bagels
Channel your inner vampire with these
allergen-friendly snacks that don’t bite
back!
What you’ll need: bagels, blueberries,
carrot slices, mini red bell peppers, black
olives, dairy free cream cheese and plastic
fangs.
Further details on this recipe can be found
online here.
28. 9. Everything Bagel Cheeseball
Okay, this may not be a bagel but this
festive appetizer is definitely bagel-
inspired.
What you’ll need: cream cheese, sour
cream, horseradish, cheddar cheese,
scallions, bacon, everything bagel
seasoning, crackers for dipping and a
pumpkin stem.
Further details on this recipe can be found
online here.
10. Monster Mash Bagels
These terrifying treats are a graveyard
smash!
What you’ll need: bagels, green food color-
ing, cream cheese and candy eyes.
Further details on this recipe can be found
online here.
11. Decorative Witch Bagels
Non-bakers, this is the DIY for you! Give
your décor a little flavor this Halloween
season with this delicious art project.
What you’ll need: bagels, pretzel rods,
candy corn, gum drops, ribbon and other
decorative supplies.
Further details on this recipe can be found
online here.
29. 12. Breakfast Eyeballs
Maybe your breakfast is actually staring at
you…
What you’ll need: bagels, cream cheese,
strawberry jelly and candy eyeballs (or
kiwis).
Further details on this recipe can be found
online here.
13. Jack-O-Lantern Bagel
This jack-o-lantern is so cute your kids
won’t even notice it’s healthy!
What you’ll need: bagels, cream cheese,
orange food coloring, green food coloring
and raisins.
Further details on this recipe can be found
online here.
14. Be a bagel!
Have you been looking for a Halloween costume
for your child for the past few weeks? Is he or
she over the whole Marvel superhero phase?
Look no further moms and dads! If you’re
looking for a sign for the perfect costume, this is
it.
Pro tip - Make it a couples’ costume so you can
be bae-goals!
What you’ll need: A beige sheet, a mixing bowl,
black beads, stuffing, brown ribbon and brown
fabric spray paint.
Further details on this costume can be found
online here.
30. Spice up your spooky snacks by using any of ABC’s 11 uniquely flavored
hand-crafted bagels. Ranging from blueberry to jalapeño-cheddar, you’re sure to
find the perfect base for your terrifying treats. Be sure to stay tuned and check
out our upcoming post on our favorite DIY bagel-inspired ways to get into the
winter holiday spirit.
31. Athens Bagel Co. accepts local business achievement award
It’s an incredible honor to be receiving this award. I’d like to start off by saying thank you – to
my business partner and friend Damon Krebs, to our dedicated employees and most of all, to the
Athens community. Without the loyal support of our customers, we wouldn’t be where we are
today.
Damon and I came up with the idea to open Athens Bagel Co. after our favorite bagel place
Zim’s closed down. We waited for years thinking something would come along and replace it.
Eventually, we grew tired of waiting and decided to do it ourselves. In April 2012, we officially
opened Athens Bagel Co. in what used to be an art supply store on N. Jackson Street in
downtown Athens. Our vision was to bring authentic New York style bagels to the South – and
we did just that.
Almost seven years later, we’re now a staple of the Athens community. Our customers come to
us because we take pride in the quality of the food that we serve. We put a tremendous amount of
effort into hand-crafting our bagels, cream cheeses and spreads. Every item on our menu is made
in-house, with the whole process taking about 24 hours.
The key difference between our bagels and those of our competition’s is that ours are kettle-
boiled rather than steamed before they’re baked. Doing that gives them the thick crust and shiny
texture that can only be found in authentic New York bagels. The majority of chain and fast-food
restaurants use a steam injection oven, which ends up making their bagels more like rolls with
holes in them rather than true bagels. At Athens Bagel Co, we continuously put in the time and
32. ###
dedication that it takes to make the perfect bagel – and that’s what keeps our customers coming
back.
There’s nothing more important to us than paying back the love that the Athens community has
given us. To show our support to our roots, we participate in and sponsor local events and
philanthropies such as the AthHalf half marathon, Relay for Life and Sigma Delta Tau’s Greek
Grind. Additionally, we partner with local farmers so we can use Athens bees to create our
famous honey butter spread and our bagels can be found all over the University of Georgia’s
campus and at several Jittery Joe’s coffee shops in the area.
It’s amazing to think that this shop started off as the dream of two bagel-loving guys working at
a bar. We’ve come so far since we opened our doors in 2012. The relationships we’ve made with
the people of Athens and the lessons we’ve learned from our success and our failures all have
incredible value. These benefits of wisdom and connectivity can only be gained over extensive
periods of time. We’re fortunate enough to have had Athens as our home to grow for the past
seven years.
As a locally owned business, we’re incredibly thankful for the success of our past, but we are
continuously striving for a more prosperous future. In the years to come, I’m confident that we
will continue to be Athens’ favorite bagel. Thank you.
